Over half of female motorists don’t feel seen by motoring marketing comms. If the industry wants to grow in the face of a clampdown on petrol vehicles perhaps it’s finally time for women to be targeted.
As M&S launches its first dedicated menswear campaign in eight years, its marketing director Anna Braithwaite talks about why men are easier – and harder – to convert into customers.
At the opening session of the Festival of Marketing 2023 Mark Ritson broke down the state of the industry in 2023 – with a particular focus on what it is doing wrong.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Millennials are no more similar to each other than they are to Gen X or Gen Z, so it’s time to leave this lazy approach to segmentation behind.
Vodafone’s youth focused brand has launched a campaign aimed squarely at Gen Z, shifting its focus away from millennials as it looks to better reflect today’s young consumers.
Martini is celebrating 160 years of business with a new campaign celebrating its Italian heritage. Its marketing lead tells us how it the brand targets values rather than demographics when finding its next customers.
An endorsement by trans TikTok star Dylan Mulvaney promoted the beer’s inclusivity, but the divided American market shows why purpose doesn’t equal profit.
After a short sabbatical to launch this year’s Mini MBA, our trusty marketing columnist returns to talk targeting, and why this ancient topic is one of the biggest challenges most marketers now face. Not despite the industry’s new-found love for mass marketing, but because of it.
The government’s long-awaited gambling white paper, released today, has called for more action from the industry on targeting, promotions and data use.
People don’t act the same way every day, their behaviour varies according to their mood and situation, so brands are better off targeting those.
Data shows B2B brands, like B2C, generally serve the same customers, which demonstrates the wisdom of marketing to every buyer in your category.
With a new challenge to grow a specialist business area, the communications giant turned to account-based marketing to power growth through global system integrators.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here